FOMO Games boosts user lifetime value (LTV) by 20%
In the top image, FOMO Games' default 'Out of Move' screen, offers players multiple ways to continue, including watching an ad or a standard in-app purchase. Below, leveraging Firebase Remote Config, an A/B tested variant shows a granular, tailored experience. The rewarded ad option is removed, and a higher-value in-app purchase ('Best Offer') is presented, showing how FOMO Games dynamically optimizes its monetization strategies for different player groups.
Pendahuluan
Based in Turkey, FOMO Games is a leading mobile game developer specializing in hyper-casual games. With a portfolio of four popular titles - Traffic Escape, Seat Jam 3D, Color Blocks 3D: Slide Puzzle, and Go Climb - FOMO Games reaches over 10 million monthly active users. Striving for continuous improvement and efficient monetization, FOMO Games sought to personalize player's experiences without the constant burden of app updates or manual A/B testing.
Tantang
FOMO Games initially relied on a traditional, resource-intensive approach to A/B testing. They hard-coded tests directly into their games and manually monitored the results, requiring frequent app updates. This process was time-consuming, limited their ability to personalize gameplay for different user segments, and diverted engineering teams from developing value-driving features. FOMO's leadership recognized that players acquired from different channels (e.g., Facebook Ads vs. Google Ads) exhibit varying behaviors, with some more inclined towards in-app purchases and others more responsive to ad monetization. With only a single user experience for such a diverse audience, gamers were greeted with a one-size-fits-all experience regardless of their playing or purchasing style, and FOMO Games was unable to maximize the players lifetime value (LTV).
Solusi
As a long-time user of Google Analytics for Firebase for event collection and user acquisition campaign optimization, FOMO added Firebase Remote Config into their development workflow. The feature management tool enabled them to move beyond hard-coded tests and manual monitoring, dynamically controlling game features and configurations without requiring app updates. Leveraging Remote Config's capabilities, FOMO Games began segmenting users based on key factors: user acquisition channel, platform, and geography.
Segmentation allowed the team to run targeted A/B tests in short intervals across all four of their games. FOMO experimented with various aspects of the gameplay experience, including fine-tuning the difficulty to optimize player engagement, testing different ad formats to maximize revenue, and A/B testing the rollout of new features with specific user groups. All of these projects were directly tracked against their core goal: increasing user LTV. Since implementing Firebase Remote Config, FOMO's 10 million users are now enjoying a tailored gameplay experience, the company is seeing a 20% increase in overall LTV, and engineers spend less time monitoring and more time developing value-driven features.
In the top image, FOMO Games' default 'Out of Move' screen, offers players multiple ways to continue, including watching an ad or a standard in-app purchase. Below, leveraging Firebase Remote Config, an A/B tested variant shows a granular, tailored experience. The rewarded ad option is removed, and a higher-value in-app purchase ('Best Offer') is presented, showing how FOMO Games dynamically optimizes its monetization strategies for different player groups.
Results
20% increase in LTV
"We developed a framework using Firebase Remote Config that lets us segment users and run A/B tests to optimize their experience without needing app updates. This resulted in a 20% increase in overall LTV."
- Nafi Ertok, Head Of Marketing at Fomo Games